This session presents a benchmark-based evaluation of four national plasma donation campaigns by AVIS Italy, using established social marketing frameworks. Attendees will gain insights into effective strategies for behaviour change communication, including audience segmentation, message framing, and theory integration. The session offers practical tools and a replicable model for evaluating and improving health promotion campaigns. Ideal for professionals and researchers interested in public health, social marketing, and strategic campaign planning.
Social Marketing Benchmarks in Plasma Donation: Italian Case Study
Friday, November 7, 2025 at 10:00 AM–10:20 AM CET add to calendar
Seminario 3 - Faculty of Economics